Ad Blocking 2019


IAB UK have been tracking the number of people who claim to have downloaded and used an ad blocker over the last four years. We look into what this means for the industry, and if initiative to reduce their usage have worked. 


IAB UK commissioned YouGov in Feb 2019, who conducted a survey of 2,034 GB online adults. This is a follow up from the ad blocking data collected from Feb 2018, Feb 2017, July 2016, Feb 2016, Oct 2015, June 2015 and March 2015. The key findings from the research, and a link to the full report, can be found below. 

  • Ad blocking levels have been relatively stable for the past three years - 22.6% of GB Online Adults claim to currently be blocking ads

  • Males are almost twice as likely to block ads than females. 18-24s remain the most likely age group to have installed an ad blocker

  • The main reason to block all types of adverts remains privacy protection, avoiding getting a virus and improving device performance were also chosen as key drivers

  • Almost 4 in 5 current ad blockers selected scenarios where they would be less likely to use one. A better ad experience and increased user control were amongst the highest options selected. 

  • Our advise to industry is to continue initiatives directed at providing a better advertising experience and reminding people about the value exchange. If efforts to improve the user experience drop, we could see a rise in the number of people choosing to install ad blockers


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